According to Driscoll’s Consumer Study 2015, 89 per cent of berry shoppers say that price becomes less relevant when the quality is right.
The Consumer Study 2015, which the company presented at Fruit Logistica in Berlin, proves that overall quality is the biggest motivation for shoppers to purchase berries, regardless of the time of year.
It also found that the ideal moment to convince shoppers to purchase berries can, surprisingly, be found outside of the traditional season.
More than half of European consumers say that they are open to buying berries in winter, but also that previous bad experiences can work as a barrier to future acquisitions.
Wyard Stomp, Driscoll’s commercial director, believes that it is up to the industry to take away these doubts, saying, "It is our objective to gain the shopper’s trust by offering delicious, fresh and beautiful berries all year round.
"The berry shopper is a valuable shopper, as these consumers spend twice as much in store than regular shoppers. This makes them extra appealing for retailers."
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